Public information is an important part of our work. We are committed to ensuring that expenditure related to advertising buying is based on transparent, objective, proportionate and non-discriminatory criteria. This is in keeping with our obligations under Article 25 of the European Media Freedom Act (EMFA). EMFA is an EU regulation which seeks to protect media freedom and plurality.
The procedures we have in place to support this are:
- all advertising campaigns are based on a strategic brief that identifies the communication goals we want to achieve and the audiences we are seeking to reach
- we work closely with a specialist media planning and buying agency to determine the appropriate advertising mix and spend to meet our goals and reach our audiences
- key performance indicators are set based on the campaign's goals and requirements to measure the impact of the campaign
The criteria that we take into consideration in making advertising decisions and awarding advertising contracts are:
- media consumption data and ability to reach target audiences
- adherence to EU and national procurement rules, regulations and guidelines
- the use of Office of Government Procurement (OGP) frameworks, where available
- value for money
- appropriate geographical spread
- statutory requirements in relation to public notices
- statutory requirements in relation to Irish language advertising
- available budget and resources